If you’re considering a rebrand, understanding your current brand perception is a key step in being able to gauge if your rebrand was successful or is going in the right direction. But who can you turn to for real honest opinions and what should you ask? Don’t worry, we’re in this together, so let’s get into it!

Analyze Competitor’s Branding & Messaging

Who are your biggest competitors–the ones you know you’ve lost out to in the past? Now who or what do you aspire to be? Now, let’s go do some recon. Grab screenshots of all of their website home pages, download their logos, take screenshots of all of their social feeds, and sign up for their e-mail newsletters. If you’re visual (like us), then it helps to have all of your information presented in an organized (and aesthetically pleasing) fashion before you go making decisions. Sometimes you can spot what’s missing just by seeing it all laid out in front of you. Canva is great for this, start by checking out their rebranding templates!

Look at all of these elements side by side with your own brand, make note (literally take notes) of what is similar and different about each brand. Does your brand share any of the similarities? Where your brand is different? Think about what you can do to bridge that gap in the rebrand. Maybe all of their photos are high-contrast and editorial whereas you’re still leaning into the light and airy vibe. Maybe your logo is starting to feel a little heavy next to their wispy designs. Just do your best to view your brand through neutral eyes (it’s hard, we know) as if you were a potential client discovering your brand for the first time.

Now that you know where you stand, it’s time to figure out where you’re going. What do you want your brand to stand for? What feeling should your branding evoke? Whimsy? Luxury? Romance? Adventure? And keep in mind, it’s ok if this messaging hasn’t changed since your launch. Even if your brand identity is the same, the way you would convey that now vs then has surely shifted. Think of your brand like a person. You are still the same person you were 10 years ago, but you’ve probably gotten a few different haircuts, you’re likely wearing a different style of jeans than you would have back then. You are the same person, but the way you present yourself to the world has changed with the times–and the same goes for your brand.

Who To Ask

Once you have a better understanding of your business, it’s time to ask the world what they think and see if their viewpoint is similar to your brand perception. Cue the flashbacks to student critiques in college. Just kidding, it’s actually way more palatable and constructive than that, especially because in this day and age, you can hide behind your screen. Here’s everything you need to know about who to ask and where to find them:

Past Clients and/or Lost Leads

The best way to figure out what is working for you and what isn’t is by simply asking your clients. Consider sending a personalized e-mail to your clients from the last year and current lost leads as they come in asking them these questions:

When you think of [Your Business Name], what 3 words come to mind?
How would you describe our style/aesthetic?
What made you choose (or not choose) us?
How did our brand make you feel when you first came across it?
Where did you first hear about us?
Have you seen our work featured anywhere?

In exchange for their time, you can offer a thank you gift, something small like a virtual gift card for your favorite local coffee place, or a bottle of champagne for their anniversary.

Industry Peers & Brand Perception

Think of all of the incredible vendors you work with on a regular basis, the ones who refer you to all of their clients, the ones you love working with. This is an invaluable resource, especially because these people are probably the most likely to take the time and answer your questions. Lean on them for opinions or even industry knowledge, like these questions…

Which of these logos do you like better?
What platform do you use for sending photos to your clients and do you like it?
How do you get your e-mail newsletters to look so cute?

Social Media

Your social media channels are a great way to get fast surface-level feedback. Create polls to see which visual branding your followers respond to more.

Now all that’s left to do is ask…

Seriously, you know you can always ask us to help with anything and everything business-related. We are no strangers to rebranding and would love to help you with your new look! Brand perception is a vital part of your business. From assembling brand comparisons and creating survey e-mails to social media polls, we can help you do it all. Schedule a call with Katie to talk about all the ways we can help.

Don’t know if you need to rebrand? We also covered the signs to look for and how to get started on the blog.